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| CLIENT |
Everyman |
| CAMPAIGN |
Tacheback 2009 |
| SERVICE |
Fully Integrated |
| TERRITORY |
uk |
| OFFICE |
London |
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| The Challenge |
Create a fully integrated campaign for the Everyman Tacheback charity, promoting the dangers of prostate and testicular cancer, while optimising fundraising to reach £1.5 million.
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| The Solution |
Deliver a campaign across a variety of media channels by engaging with the target audience in a light-hearted and humourous tone, making information and discussion accessible and relevant.
Use a recognisable character across the project material that the majority of participants and supporters will recognise. This will catch their attention, help spark interest in the cause and make fundraising more entertaining.
We created an interactive website that enabled people to sign up to participate, donate money or simply interact with other supporters. Features include “News”, “Top fundraisers”, “Tacheback parties” and “Tame your ‘tache.”
A series of humorous films were created featuring ‘tache bearing comedy character, Keith Lemon, to meet the evolving nature of the campaign. These films were uploaded throughout the duration of the campaign to keep fundraisers motivated and help nurture their magnificent moustaches.
Ladies were also encouraged by Keith Lemon in a feature called “Tachette”, which included a persuasive video and a feature to nominate their man to grow a ‘tache.
The campaign was supported by social networking, a London underground cross-track digital display, promotional T-shirts and a variety of supporting print materials, all designed and implemented by Profero.
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| Results |
Tachback has gained unprecedented reach in 2009 and more Taches have been grown than ever before. As the year rolls on, so the money keeps rolling in, and the charity is on target to break previous years' totals.
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